Rolex price increases 10%?

[jameswatch]

I just had an email from watch finder saying that Rolex and Cartier are planning a 10% increase this year + plus the uk VAT rate

here's the email "We hear Rolex and Cartier are amongst those putting up retail prices by around 10% on January 1st. With that and the VAT increase coming into effect on the same day you’re going to have to be quick to avoid these heartless price hikes"

can anyone shed any light on this (i know VAT is going up), or is it a ploy to get some people to watch finder?

james